Entain is urging the UK government to swiftly implement a ban on sports sponsorship agreements involving unlicensed gambling operators. In a press release issued on Friday, the owner of Ladbrokes and Coral called for action to “close the loophole without delay,” following a recent consultation by the Department for Culture, Media and Sport (DCMS) that concluded on September 9.
This second consultation period took place from July 15 to September 9, building upon an earlier review held in February. Entain expressed concern that the projected timeline for enforcing the ban, scheduled for August 2027, is overly lenient, allowing unlicensed operators to continue sponsoring Premier League teams across an entire additional season.
Currently, Premier League clubs are banned from featuring gambling sponsors on the front of their shirts after a voluntary agreement that takes effect at the beginning of the 2026-27 season. However, Entain's research revealed that 11 of the 20 Premier League clubs still maintain sponsorship deals or advertising contracts with firms lacking a UK license, a number greater than the government’s estimate of eight. These agreements encompass sleeve sponsorships, stadium branding, and training kits.
Sunderland recently announced a multi-year deal with the crypto casino and sports betting platform Shuffle as its new official sleeve sponsor, despite Shuffle not holding a license to operate in the UK. Additionally, Stake remains prominently featured on Everton's kits, even after ceasing UK operations in early 2025 amid a Gambling Commission inquiry into its advertising practices. Other clubs with sponsorship ties to unlicensed operators include Chelsea (8XBet), Tottenham Hotspur (VSBet), and Nottingham Forest (FUN88).
Entain also highlighted alarming data from H2 Gambling Capital that indicates black market gambling stakes in the UK could nearly double from £17 billion ($22.7 billion) in 2025 to over £33 billion by 2028. The company underscored the lack of player protection measures and anti-money laundering standards among offshore operators compared to licensed ones. Furthermore, Entain's research suggests that more than 80% of consumers lack the ability to confidently identify licensed operators from unlicensed ones.
Stella David, CEO of Entain, emphasized the urgency of implementing the ban, asserting that Premier League clubs that engage in new sponsorship deals with unlicensed firms are aware of the associated risks. “Clubs knew the risks,” she stated. “The government made it clear in February that it would impose a ban, and it should act immediately, even if that means clubs have to order new kits mid-season. Inconvenience is not an excuse for inaction.”
Entain revealed that the consultation included data indicating that 22% of consumers who interact with unlicensed operators first encountered them through social media, while 13% did so via sponsorship. As a result, Entain is advocating for the ban to encompass both online and digital advertising, in addition to physical advertisements.
